COLGATE

BYRAJAGOPAL.P

Contents Company Details CEO Products Competitors Position in Global Market Strategies Market value

COMPANY DETAILS

LOGO

History In 1806, William Colgate introduced starch, soap

and candle factory on Dutch Street in New York City under the name of “William Colgate & Company”.

In 1857, William Colgate died and the company was reorganized as “Colgate & Company” under the management of Samuel Colgate, his son.

In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars.

His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896.

In 1928, Palmolive-Peet bought the Colgate Company "Colgate-Palmolive-Peet Company.”

In 1953 “Peet” was Dropped from the title, leaving only “Colgate-Palmolive Company”, the current name.

Today Colgate has numerous subsidiary organisation spanning 200 countries, but it is publicly listed in only two, the United States and India.

Started to distribute Colgate Dental Cream, Colgate-Palmolive

It has a presence in around 3.5 million retail outlets across the country, of which the Company services 9,40,000 outlets directly

The Company has grown to a Rs. 9600 million plus with an outstanding record of enhancing value for its strong shareholder base

Colgate has been voted ‘The Most Trusted Brand’ in India across all brands and categories for the third consecutive year in the Brand Equity AC Nielson ORG-MARG 2005 survey.

Brief about Company

Awards & Achievements Colgate has been ranked as India’s #1 Most

Trusted Brand across all categories for four consecutive years from 2003 to 2007.

51% market share in the toothpaste segment. 48% market share in the toothpowder market. 30% share in the toothbrush market. Presently its is facing competition from no.2

player HUL E.g. Pepsodant On 4 Sept.2009, Colgate-Palmolive signed SRK

as its Brand Ambassador.

CEO

Ian cook is the CEO, of Colgate-Palmolive Company

COMPETITORS

Competitors

CHURCH & DWIGHT INC CLOROX CO DEL PROCTER & GAMBLE CO

PRODUCTS

Oral Care Home Care

Toothpaste Tooth Powder Whitening Products

Axion Surface Clean

Shower Gel Shower Cream Bar Soap Liquid Hand Wash Shave Preps, Skin Care

 

Colgate Palmolive

PRODUCTS

POSITION IN THE GLOBAL MARKET

Position in the Global market

North America

Latin Americ

a

Europe/South

Pacific

Greater

Asia/Africa

STRATEGIES

Future strategy on 4p’s Basis:Product They try to position some innovative

toothpaste with a brand name other Colgate but under the umbrella of Colgate Palmolive

Focusing toward rural rich and consuming class by endorsing the development of ‘Colgate Ayurvedic Toothpowder’.

For Urban Population, they would come up with the product suiting to young generation

For Urban rich and consuming class, they would come up with the products on the basis of functional benefits.

Price Based on the Competitors price. Charging higher Premium Which focused

on consuming and lower income classes Pricing done on the basis of price points Packing would be customized on the

basis of price points.

Promotion They positioning Colgate dental White

Crème and toothpowder towards rural rich segment.

For rural consuming class they endorsing cibaca toothpaste.

Advertisement trough TV media, print media

FM radio for Urban population & MW and SW radio for Rural population

Hoarding on National Highways

Place They would try to increase product

penetration to rural population. They would try to increase the

wholesalers to small towns. They would track the distribution path

so that they are covering all the village areas around the towns.